Piney Bowes'
Mobile Marketing Strategy for Tradeshows - Q & APitney Bowes’ entry into mobile marketing is only a year old, but the company is convinced that the channel works best when combined with an incentive.
Pitney Bowes is using mobile as an integrated component of their marketing campaigns at key trade shows and events to help drive awareness and foot traffic to their booth.
"The challenge is getting customers and prospects to the show in general and once they are there, driving them to your booth.
"The key is finding effective ways to set your company apart and communicate your value proposition for helping customers and prospects to help solve their business challenges and take advantage of opportunities for their organization.
"World Business Forum ’07 (New York, October 2007): We handed out business cards, using recycled paper, with instructions to receive speaker notes that were being transcribed by a professional note taker for the 12 different sessions.
"Attendees could text us their email address and we notified them when the notes were available and could be viewed.
"This campaign was successful not only for the mobile aspect, but once attendees visited the Web site they were able to opt in to receive additional information including Pitney Bowes’ editorial advisory publication, “Pivotal Thoughts.” This enabled us to continue a dialogue with attendees.
"GraphExpo ’07 (Chicago, September 2007): The target audiences for this show are service bureaus and printers. We developed a program to help drive prospects to our booth with marketing elements including a bus wrap, a handout in the shape of a card and text messaging.
"The offer encouraged attendees to text message the words “Graph Expo” to PITNEY and show the acknowledgement to receive a free gift. This helped spark interest in driving people to our booth.
"After qualifying prospects and interest, we directed attendees to the appropriate Pitney Bowes subject matter expert to provide additional information and demonstrations.
